We are thrilled to announce the launch of the new digital platform, CharlotteNightlife.com. A staple in the local nightlife scene, Charlotte Nightlife is Charlotte’s source for nightlife photography, hottest upcoming events, and the best drink specials in town.
Carolina Nightlife came to UNION with the goal of rebranding and redesigning their web presence to tie more directly to the Charlotte market. Since its inception, Carolina Nightlife was one of the only sources for photos at bars, nightclubs, events and more. However, with the introduction of smart phones with cameras, their biggest challenge became how to stay relevant in a hyper connected world. Another overarching challenge was creating attractive and functional ad space for local advertisers that didn’t interrupt the user experience.
Become the Source for Nightlife in Charlotte
We knew that the first step was redesigning the site with a cleaner more modern user experience. We started by making all content easy to navigate with a pop-out sub menu that contains relevant features for each page. This created a customizable experience for each user.
We took the core content of the site, nightlife photos, and bumped it up 12 notches. The homepage now features beautiful, high resolution photography from some of the best photographers in the region – trumping anything captured on a smartphone.
Our next goal was to add easily accessible nightlife information and place it all at users fingertips. We built a robust events and specials engine that displays up to date information on local events and drink specials all in one place. Dedicated pages for events and specials are easy to digest with a pinterest-style load that invites users to continue scrolling.
We also took the existing Places pages and turned them into a virtual encyclopedia for local bar and nightclub venues. From the Places page, users can filter venues by area or type making it easy to find exactly what they’re looking for. Each place has it’s own detail page that contains a description of the location including address and contact information, and aggregates its photo albums, specials, events and social feeds. Bar and nightclub owners are given access to edit their location page on the site which allows them to change information on the fly ensuring that Charlotte Nightlife has the most up to date information – often times even before their own websites.
Custom Ad Module
Another challenge that we faced was how to make CharlotteNightlife.com attractive to advertisers. Traditionally ads on the site were sold in web banner format based on size, making it difficult to appeal to different levels of sponsors as there was little differentiation between ads. It also made for a cluttered, ad heavy user experience. Our solution was to create a completely custom ad module that rotated different ad tiers based on a percentage algorithm. Tier one advertiser’s ads showed more often than tier two and tier three advertiser’s ads, making it easy to customize ad placement for any budget. The new ad sizing and placement was designed to fit into both the homepage and photo albums seamlessly, ensuring the user experience is never disrupted.
Check out the new Charlotte Nightlife at www.CharlotteNightlife.com
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